Xu Jingnan: Shaping International Brands And Promoting Internal And External Sales

NIKE company held a shoe factory in Quanzhou in 1984. After negotiations, PEAK's predecessor became NIKE's processing plant in Quanzhou.

"Forced" export is just when our shoe factory has just started, but NIKE has to move the factory to Putian. This is the problem.

At that time, there was a lot of controversy over whether or not to rely on NIKE to set up factories, but many friends encouraged me.

I firmly believe that "nothing is impossible to a willing heart."

Finally decided to start a sports shoe factory.

At that time, a pair of sneakers generally cost 70 yuan to 100 yuan, while the average monthly salary in the country was only about 50 yuan.

But sports shoes are very popular in the international market, so we look for friends to help, find export customers, and start exporting.

A brand that has survived, PEAK was formally established in 1989.

The following year, we decided to create our own brand, which was based on two considerations: first, to judge the future market as the brand market; no one to buy anything without a brand; two, the stage of the brand is very large, which provides a great space for displaying the value of our life - a person's life can be satisfied if he can create a brand.

In 1991, the planned economy still dominated, and PEAK had some problems with its licensing.

One of the difficulties we faced at that time was to set up shop in all parts of the country under such economic background to expand the brand image and expand the influence.

During the licensing process, we realized the importance of the network and sent staff to the offices throughout the country after training for a year.

The main function of the office is to serve the major shopping malls.

However, it is rather difficult for us to create a brand with our shopping mall, because the shopping mall has its own management mode. We can only obey him instead of serving us.

At that time, PEAK had more than 20 offices throughout the country, but there was no effective way of management.

Despite the many problems facing the high growth crisis, PEAK grew rapidly from 1991 to 1993, increasing at a rate of 100% per year.

This rapid development has benefited from the effect of creating brand, but most of the top executives at that time did not realize it at the very beginning.

Therefore, despite the rapid development of enterprises, there has been no better adjustment to the office.

For example, once contracted system was implemented, although it was good to earn money and lose money, it was all on its own. But because twenty offices were owned by the company, they actually made money and lost money.

Subsequently, the national market economy has been gradually formed, and there are shoe wholesale markets everywhere.

By 1995, there had been a lot of problems in these offices, such as offices occupying large amounts of liquidity in the company, and they used their funds for other purposes.

It is these crises that lurk in the rapid development of enterprises that cause companies to stop and adjust their management problems in the fourth years of the licensing plan. This is an important reason why PEAK once stagnated.

There is a price to adjust. Every time we adjust an office, the first is market loss, and the two is additional inventory.

The image is that the original investment of 100 yuan, actually can not get back the cost of 10 yuan.

By 1998, we basically adjusted all our offices to the form of distributors.

The responsibilities of distributors are quite clear. We give them brand management permission.

In the 1998, PEAK began to operate the brand more systematically.

We sponsored the Basketball League A, sponsoring the national team and the provincial team, and establishing the image superiority of basketball equipment.

Later, when my two sons graduated from college, they strengthened the management power of the company.

In particular, my oldest son Zhihua graduated from Sichuan University in 2001 and returned to the company.

At that time, he read the Department of electronic engineering, many people advised me to let him go outside to exercise and then come in, but I just missed a person here, so I still mobilized him back to help, but there is a condition, is to agree with the purpose of PEAK.

When his two son graduated from China University, he also took charge of some of them, so that the company was strong in management power.

Based on the original credibility base, although PEAK has developed very slowly, its reputation has been keeping very well.

It is disputed that we have no money, which has laid a very good foundation for the next round of development.

Since 2001, the company has been growing at an annual rate of 30%, and is still growing at a high speed.